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Buyers have higher and higher expectations. The evolution of the Internet and the information age have fostered a more informed society. Consumers are acutely aware of what they want and how they want to get it – they just need a little push. This was a catalyst for the concept of “lead nurturing” and the various digital avenues to put it into practice.

One of these will forever be… email.

In fact, just as marketers thought it was a dying art, email marketing is doing better than ever. It is projected by 2024, the number of email users will reach 4.48 billion.

And one way to reach them is to start an email distribution campaign.

What is a drip campaign?

A drip campaign is a form of digital marketing in which relevant information is “drained” to prospects over a period of time. These messages usually take the form of email marketing and are based on user action or a predefined time frame.

For any given action, a marketer can choose the number of emails, type, and rate at which to send them. These emails can also be personalized with data, such as a prospect’s name or specific references to actions they’ve taken.

A drip campaign is automation mixed with pre-written messages. Important points of engagement are mapped into the marketing automation system, and information is typically sent out on a predefined schedule in response to a specific action or strategic plan.

Drip actions

Here are some examples of important actions a consumer could take to trigger a drip campaign:

  • Buy a product or place an order
  • Cart abandonment
  • Do not place an order for a while
  • Engage with customer service
  • Attend an in-store event
  • Register for a webinar
  • Download a report or white paper

Anything you can think of where automation gets the message across easily should be fine with another drip message.

How are drip campaigns used?

Drip campaigns help you better connect with the right person at the right time. They are designed for hyper targeted messages without manual work. They accompany each prospect throughout the sales pipeline and assist them in the event of a problem or problem.

Important appointments

Date-based automations help a brand connect with an audience on the days that matter to them. It goes beyond a simple birthday. You can also run a drip campaign for things like:

  • Subscription renewal
  • Rearrange prompts
  • Anniversary of first purchase
  • Major holidays

Anything that can increase brand value to the consumer can be added to a drip campaign in a timely manner.

User behavior

Drip campaigns can also be triggered by a user’s behavior. This includes actions that they do or do not take. Here are some examples:

Welcome email

When a new person joins the audience, use a welcome drop to share your brand strengths or product information and tips for first-time users. Keep new people up to date with upcoming events, sales, and other relevant activities.

First order

After someone makes a first purchase, thank them for their business. Emphasize that they made a good decision and suggest complementary products for future purchases.

Recommendations

It’s a great automated email to drive sales. Recommendation messages can be sent with an order confirmation or shipping details.

Customer service

Emails that follow up after customer service or a sales inquiry are a productive way to keep your audience engaged. This creates an opportunity to educate and further integrate prospects.

Feed the lead

Drip campaigns are particularly well suited for generating active interest in prospects. If someone signs up for a webinar or downloads a white paper, this is a signal to send a lead follow-up email that keeps the conversation going.

Abandoned cart

Whenever a prospect fills a cart and walks away from the page, you want to send them a reminder message. You can encourage people to re-evaluate the purchase or send them offers on similar items.

Types of drip campaigns

When it comes to the method and style of drip campaigns, there are several archetypes to choose from. Some of them include:

On your mind

This type of message keeps prospects engaged throughout the sales process.

Educative

This includes all the relevant data for prospects to help them make a more informed buying decision.

Re-engagement

These are designed to regain the interest of cold leads.

Training

Messages intended for new customers (or internally) to guide readers through a training program.

Competitive

Target a competitor’s customers with a better deal or the benefits of switching to your product.

Promotional

Attract prospects with urgent promotions and special price offers.

Set up a drip campaign

Drip campaigns are an automated workhorse that helps a business maintain the marketing, education, and sales that are essential to success. Setting up drip marketing is not as difficult as you might think. Follow these simple steps:

  1. Choose what will trigger the campaign. Is it a specific date or action?
  2. Identify your audience. Information must be targeted. Where are they in the pipeline?
  3. Adapt your messages. Drip emails don’t have to be long, but they still need to be branded.
  4. Measure your success and adjust based on performance. Choose metrics based on the email you enter, audience, and other factors. You can track open rates, clicks, and conversions.
  5. Save the entire copy. These messages can be reused on the road.

Why are drip campaigns important?

A 2,000-person study on the transformational consumer, found that more than half of us are engaged in an endless search for content, services and products to support behavior change. A drip campaign is just the type of marketing to encourage this quest.

Drip campaigns are important because they support a variety of business activities. The benefits of this style of digital marketing include:

  • Feed prospects
  • To stimulate sales
  • Provide relevant and timely information
  • Targeted and personalized messaging
  • Increase engagement
  • Build brand confidence
  • Automate manual actions

Drip campaigns are also one of the easiest forms of digital marketing to track and analyze. All kinds of metrics and data on user behavior can be collected to give a brand a deeper insight into what people want to see and read.

Best practices for your drip campaign

When creating a drip campaign, there are a few things to remember.

Specific design

Make it easy for prospects to express their preferences for things like frequency of messages, type of content, and how they would like to receive it. Never send messages to anyone. This negates the point.

Targeted campaigns

Always tailor your message to a specific audience in mind. The more targeted your marketing, the more relevant the email will appear to the person reading it.

Test everything

Always monitor and analyze every drip campaign you send. This is how you will test the effectiveness and what aspects of the campaign are working, or what needs to be changed. Review key performance indicators (KPIs), campaign goals, and important metrics like open and bounce rates.

Use your tools

Marketing automation tools usually integrate with other platforms that will make your life easier. Think about things that make drip marketing easier, like social media management, CRMs, and analytics.

What have we learned?

Drip campaigns are an essential part of digital marketing. The most popular medium is email. This type of personalized messaging delivers timely and relevant information to people, when they need it. Not only does it optimize sales, it boosts brand confidence and brings your customers closer to you.

Are you looking for a marketing automation tool? Check Insightful Marketing.

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